Johnnie Walker One Shot at a Time Boosts Diageo in Africa

In Africa, where most spirits are what the industry calls “unbranded” -- meaning “homemade” -- Diageo Plc is betting smaller bottles can persuade more drinkers to sample its well-known labels instead.

Diageo, the maker of Smirnoff vodka, Johnnie Walker whisky, and scores of other liquor brands, has introduced 20-centiliter containers -- a bit less than a third the size of a normal bottle of spirits -- in sub-Saharan Africa. The approach provides a cheaper way for friends to share one of Diageo’s global brands instead of choosing a local tipple or a beer.